Lansinoh takes first steps in social media with mommy blog site

ALEXANDRIA, Va. ByMomsForMoms.net.—Lansinoh, a company known for its baby care items, particularly its Lanolin nipple ointment for breast-feeding moms, jumped into the social media space in March, creating a blog destination for mommy bloggers at

The site is designed to introduce new moms or soon-to-be moms to the issues around breast-feeding—but rather than inducing trial, the whole impetus behind the site is to engage “brand fanatics,” Jennifer Moyer, VP marketing for Lansinoh, told Drug Store News. “It’s the generation Y/millennial group who are very engaged online,” she said. “The first thing that people do when they find out they’re pregnant is they go online and they start learning about [pregnancy].”

Included on the site is a regularly updated blog, where Lansinoh announces company projects and highlights some of the issues surrounding breast-feeding, such as breast-feeding-friendly retailers. Along the side of the site, there are a list of links appropriate to breast-feeding and a newswire showcasing relative articles of the day.

And while the site is sponsored by Lansinoh, and much of the content is provided by Lansinoh, ByMomsForMoms lives up to its implication—a blog site where moms can vent, share, criticize, commend or write just about anything involving the new-mom experience. “Where it gets challenging for a marketer, for a brand or a retailer—anyone who wants to reach out in a commercial way—is you have to have the trust of these moms,” Moyer said.

That can be a pretty eye-opening experience, she continued, because Lansinoh doesn’t necessarily control the message. Indeed, to control the message outside of eliminating inappropriate or vulgar posts is to risk jeopardizing the company’s credibility. “[But] you can build some tremendous brand loyalty if you approach this in the right way,” Moyer concluded.